Michelle Duffy Smith shares Lessons from Life Time Events

Before Unbound Gravel takes place over the next few days, we take a moment to chat with Michelle Duffy Smith, Senior Director of Events and Retail Marketing at Life Time Events, on the unexpected joys of watching cycling flourish, the challenges of a pandemic, and the rewarding journey of fostering a more inclusive and professional sport.

She shares insights on growing iconic events like Sea Otter Classic and Unbound Gravel, emphasising the power of community, authentic connections, and adapting to the evolving landscape of cycling.

Looking back over your career, and particularly your time with Life Time, what are some of the most unexpected or rewarding aspects of your role that you might not have anticipated when you started?  

It’s been incredibly rewarding to watch the sport grow in both professionalism and participation, not one at the expense of the other, but right alongside each other. There have been some truly exceptional moments along the way: the now-infamous 9-up sprint at the 2025 Unbound Gravel women’s race was electric and felt like a milestone for women’s racing. Or seeing programs like All Bodies on Bikes gain real traction and hearing the personal stories that come from athletes who felt like there wasn’t a place for them in the sport…until there was.

When I started my career, I didn’t expect to be in cycling at all. I came from the running world and joined Life Time to work on the Leadville Race Series. Then we started growing the cycling portfolio — through acquisition, through launching new events — and one of the biggest surprises has been just falling in love with this industry. As the portfolio grew, so did I. I’ve gotten to build a career while helping build an industry. When I started, I was the only marketer in the off-road space for Life Time. Today, we have a full team. That kind of trajectory, where you grow and then create space for others to grow too, is something I’ll always be proud of.

Organising large-scale events like Sea Otter Classic and the Grand Prix inevitably involves highs and lows. Could you share a specific moment of triumph and a particularly challenging period, and what you learned from them?

COVID is the obvious one — and like everyone in our space, it was a defining challenge. Event after event had to be cancelled, postponed, or reinvented. It was a relentless cycle of planning and re-planning, navigating uncertainty while trying to keep your team motivated and your communities informed. Thankfully, we’re part of the broader Life Time ecosystem, which gave us support and stability. But still, there’s no playbook for navigating a full calendar of cancelled races spanning a year-long.

On the flip side, the triumphs are so visceral in this business. There’s nothing like watching something you’ve worked on for a year come to life in real time. I’ve long said that’s the magic of working in event marketing…you get to see your work culminate in a way much different than many other industries. But some moments transcend even that — like watching that women’s sprint finish at Unbound. It wasn’t just about racing. It was about everything that had led up to that moment: years of investment, storytelling, intentionality around parity and platform,  all coalescing into something unforgettable. Those moments remind you why you do this.

With the increasing popularity of mass participation, how is Life Time managing the logistical and competitive aspects of events like Sea Otter Classic and the Grand Prix to ensure a positive experience for all participants?  

We’re living in a moment where both mass participation and elite competition are growing, and we believe they can elevate each other. At Unbound Gravel, for example, we will see riders from all 50 states and 47 countries. Our youngest participant is one year old in the Kids Crit, and our oldest is 92 years old, registered to race the 200-mile distance. That kind of spectrum is what makes these events so special, but it also requires a thoughtful approach to ensure the experience feels equally intentional for everyone involved.

On the competitive side, we’ve doubled down on our investment in the pro field. This year, every Life Time Grand Prix event features a prize purse, and UNBOUND Gravel in particular has drawn attention as one of the premier events in the series. But it’s not just about dollars, it’s about how we platform these athletes and integrate their stories into the broader event experience.

From a logistical standpoint, it comes down to scale with soul. We obsess over the details not just to run a clean event, but to make sure the energy, support, and sense of purpose are felt by every athlete. Whether you’re chasing a podium or simply crossing your first finish line, it should feel like you were meant to be there. 

Would you say that building a strong brand and fostering genuine connections with the cycling community is essential for success? If so, what advice would you give to businesses looking to enhance their brand presence and create meaningful experiences for their customers?

Yes, and it starts with knowing who your brand is for, not just what your brand is. That sounds simple, but it’s everything. If you start by defining what you want your brand to be, you’re more likely to get caught up in tactics and metrics. But when you start with who, you create from a place of ethos. That becomes your gut check — every decision gets run through that lens.

For us, that means recognising that our events aren’t just “Life Time events.” They’re shaped by the communities they live in. We might bring the operations, the polish, the content, and the resources, but the tone, the voice, the feel – that should derive from the people and the place which act as hosts of the event. That’s true whether we’re talking about an activation in Monterey or a gravel race in the Flint Hills.

My advice when thinking about brand is to build a brand that acts as a bridge, not a billboard. Connect people to something real.

The Sea Otter Classic has evolved from a small gathering to a massive cycling festival. What are the key lessons learned from this growth that can be applied to other events within the cycling industry, particularly in terms of community engagement and sustainability?

Sea Otter has grown by staying rooted in community. What makes it work and why brands continue to prioritise it, even with shifting budgets, is that it offers something for everyone: the downhill rider, the new cyclist, the racing fan, the family. It’s one of the few places where you can launch a product, host a ride, and see a toddler on a balance bike all in the same afternoon.

Even as the industry has evolved, brands are saying, “This is still worth showing up for.” They’re investing in experiences that create real connection, and Sea Otter gives them a platform to do that authentically.

Our goals are long-term…making sure the event continues to reflect and serve the community it’s part of. That means engaging locally, designing for different types of riders, and ensuring that the next generation feels like they belong here. This lesson is when you build with people at the center, growth becomes a byproduct, not the goal.

In your experience, what are the most important elements of building successful partnerships and collaborations within the cycling industry, and what’s your advice for businesses that want to cultivate strong relationships with stakeholders?  

It starts with shared values. Our best partnerships aren’t just transactional, they’re rooted in a shared desire to grow the sport, support athletes, and create great experiences. And that’s true whether the partner is a global brand or a local bike shop.

The other piece is knowing your role. As event producers, we’re the bridge between community and brand. We have to create spaces where both feel seen. If we can do that, we give our partners a chance to show up in a way that’s authentic – and that’s when activations really land.

My advice to brands? Be curious. Get to know the culture of the event, the why behind it, before you show up with your what.

Looking ahead, what emerging trends in the cycling industry, whether it’s technology, event formats, or rider demographics, do you believe will have the most significant impact on Life Time’s events and the broader cycling landscape?

The most powerful shift we’re seeing is in who is showing up. At Unbound Gravel this year, women make up 25% of all participants – up 4% from the year prior – and we saw a 44% increase in the total number of women participating across all distances. That kind of growth doesn’t just happen; it’s the result of long-term, intentional work to make the sport more inclusive and more reflective of the world around us. When that starts to take hold, the entire ecosystem changes, from the stories we tell to the gear we design to how we activate onsite.

At the same time, we’re watching more everyday athletes bring a pro-level approach to their own training. There’s a rise in performance literacy, people are using tools and tech in ways that were once reserved for elites. That means our events have to meet them there, in how we communicate, how we educate, and how we help athletes of all levels prepare and recover. It’s a more empowered field than ever before, and I think it’s reshaping what race day can be.